Two new behavioural studies commissioned by Imperial Brands have revealed promising evidence that the company’s blu vape products are helping adult smokers meaningfully cut down – or even quit – cigarette consumption.
The studies tracked over 850 adult smokers in London who had no intention of quitting at the outset. Within just one week of using blu vapes, one set using blu bar and another set, blu 2.0, smoking rates fell by nearly 29 per cent, with the average number of cigarettes smoked daily dropping significantly.
The findings also point to a strong role for flavour choice in supporting switching behaviours. In one study, nearly 29 per cent of participants used only fruit flavours, while across both trials, 60 per cent said they planned to continue using blu due to the flavours available – including fruit and mint.
After six months, between a third and 40 per cent of participants had either cut down substantially (defined as over 50 per cent reduction in cigarettes per day) or stopped smoking altogether.
Commenting on the results, Elizabeth Clarke, Scientific Substantiation & Engagement Lead at Imperial, said: “Our latest consumer scientific research demonstrates blu’s exciting potential to help adult smokers either substantially reduce, or completely stop, using cigarettes. This is potentially extremely positive news for public health.”
“However, we’ve only scratched the surface of the rich insights from these studies. Our scientists are currently analysing the data to find out more about individuals’ switching journeys. Our intention is to gain an even better understanding of consumer behaviour to inform our future innovation pipeline and support adult smokers in their journeys to give up cigarettes.”
Thomas Nahde, Head of Harm Reduction & Engagement at Imperial, added: “These behavioural studies demonstrate actual harm reduction. We’re excited to use the results to show that responsibly manufactured and marketed vapes – including blu – can help make a positive contribution to public health.”
The findings are being submitted for peer-reviewed publication and will be shared at the Global Forum on Nicotine 2025, taking place in Warsaw from 19–21 June.
Previously, Imperial has conducted in-market research demonstrating how its heated tobacco system, PULZE & iD, helped adult users either substantially reduce – or even completely stop – smoking cigarettes.
